Amy VetterDigital Insights Manager // Samsung Electronics

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How Insights Power Better

Personalisation.

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BMW Mercedes

A little story of my last car purchase…

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“Whenbrandsdisappoint,customersoftenletthemhaveit,andverypublicly.”

Dianne Wilkins, CEO at Critical Mass

So what should you do when you have an unhappy customer and you work in business…

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“Insanity:doingthesamethingoverandoveragainandexpectingdifferentresults.”

Albert Einstein

What could be wrong with this homepage layout on Apple.com?

o I was viewing the page on an iPhone X which I had just bought direct from Apple

o I am being sold another iPhone Xo And being downgraded to an

iPhone 8o Missed opportunity to cross sell

accessories for my iPhone X.o Missed opportunity to upsell me a

new iPad to replace my 5 year old one

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Samsung thought why should we treat everyone the same

and expect a different result?

We asked people different questions based on what device they were viewing

the website on:

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Why would you do this?

The experience for those on a competitor device landing on

samsung.com would look something like this:

For those who already own a specific device that Samsung sell they would

see something like this:

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But how else could Samsung use this?

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Help you understand the TV category?

Help those in distress with broken appliances to make the journey easier.

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Use both behavioural and experiential data to power marketing so that we are targeting the right people with the right message at the right time.

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Any Questions?